The three personality traits that make you more likely to buy fair trade and circular products

In a new study published in the Journal of Business Research, researchers examined “the role of consumer personality traits as drivers of fair trade engagement and its subsequent impact on ethically-minded behavior concerning circular economy issues.” The authors found that “extraversion, agreeableness, and conscientiousness positively affect consumer fair trade engagement, whereas neuroticism has a negative effect, and openness has no significant impact. Consumer fair trade engagement was subsequently revealed to positively influence ethically-minded behavior related to circular economy. The association between consumer fair trade engagement and ethically-minded behavior was stronger in older, more educated, and high-income consumers, whereas gender had no moderating role.”

To learn more about a circular economy, go to:

“In our current economy, we take materials from the Earth, make products from them, and eventually throw them away as waste – the process is linear. In a circular economy, by contrast, we stop waste being produced in the first place.”

The circular economy is based on three principles, driven by design:

Making Nature-Positive Food the Norm

Note: Be sure to see the Ellen MacArthur Foundation report, “The Big Food Redesign. Regenerating Nature With The Circular Economy” which is available at the above web link.

To read the new study published in the Journal of Business Research, go to:


Kutaula S, Gillani A, Leonidou LC, et al. Integrating fair trade with circular economy: personality traits, consumer engagement, and ethically-minded behavior. Journal of Business Research 2022;144:1087-1102.

Published by greengrass50

My name is Christine McCullum-Gomez, PhD, RDN. I am a registered dietitian nutritionist with expertise in environmental nutrition, food and nutrition policy, food and nutrition security, food justice, chronic disease prevention, regenerative & organic agriculture, and sustainable healthy dietary patterns. Currently, I serve on the Editorial Review Board and as a Column Editor for the Journal of Hunger & Environmental Nutrition. I live in Bogota, Colombia with my husband, two teenagers (boy-girl twins), and our dog Honey. My website is: You can follow me on Instagram at:

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